Guess? is well reputed for its sexy jeans and its equally sexy advertising campaigns. It was established in 1980 which is a family business run by Paul and Maurice Marciano, who got appointments as joint Chairmen and CEOs of the company. Paul is plans all the company’s iconic advertising, which takes its stylistic cues from the 50s sexy actresses including Brigitte Bardot.
He has won Clio and Design and Art Directors awards for his campaigns which are mostly shot by Ellen Von Unwerth and has also set up the Guess Girl as a symbol of American pop culture. Iconic models, actresses and all-round sexy ladies comprising of Claudia Schiffer, Eva Herzigova, Laetitia Casta, Drew Barrymore, Anna Nicole Smith and, in 2005, Paris Hilton, have made various poses and shot on Californian beaches for Guess?.
During this period the brother of Paul, Maurice has overseen design direction and has also guided the company’s commercial extension since 1982. In 2003 Guess? earned a net revenue of about $636.6 million and sells in 36 countries worldwide.
